KEPUTUSAN PEMBELIAN PRODUK HALAL PADA GENERASI MUSLIM (GENM)

Abstract

\ The Muslim generation or abbreviated as Gen M is the young generation of believing Muslimsof faith and modernity. Gen M's buying behavior is so rarely studied, thereforethe author is interested in researching the things that are considered by Gen M inmake a purchase decision. This study aims to determine the behavior of genesM uses the Theory of Planned Behavior (TPB) approach. Variable which isused, among others, are religiosity, halal label, product ingredients, purchase interest andbuying decision. The data analysis technique used in this studyusing Structural Equation Modeling (SEM) with Partial Least alternativesSquare (PLS). The number of respondents was 200 respondents. The results showedthat purchase interest mediates the relationship between religiosity, halal labels, and ingredientsproducts against purchasing decisions.